Summary
Highlights
Brands like Coke, Tylenol, and Levi's are chosen over generic alternatives, despite being similar products. An economist might question why rational consumers pay more for the same item. Research from Duke University showed that subliminal exposure to the Apple logo improved creative task performance, suggesting that Apple's consistent narrative of being for 'hip, cool, fun, creative people' influences consumers deeper than conscious thought.
Americus Reed, a professor at the University of Pennsylvania, explains that brand choices are about creating an identity. Choosing brands like Nike over Under Armour reflects different expressions of affiliation with sport; Nike is about performance, while Under Armour represents the underdog. Consumers select brands that are consistent with their self-perception and life stage. This connection can deepen to the point where consumers identify with a brand like family, defending it against criticism, as an attack on the brand feels like a personal attack.
Neuroscience professor Michael Platt's research demonstrates how our perception of brands influences decisions. His team used MRI machines to observe the brains of iPhone and Samsung Galaxy users while they received news about Apple and Samsung. iPhone users showed an empathy response towards Apple that was similar to how they would respond to a family member. Samsung users, however, showed reverse empathy for Apple news, responding positively to negative Apple headlines, indicating that some Samsung customers buy the brand because they dislike Apple. This subconscious response was not reported by the users consciously.
Most people don't realize they subconsciously choose brands for their self-expressive value. The significant power brands hold in shaping consumer decisions raises ethical, legal, and societal questions. As consumers, the best way to make informed choices is to be aware of the influence of brands and to pause and consider why a product is being purchased. Brands are not going away; even those who claim to be 'anti-brand' create their own 'anti-brand brand.' Brands have become pillars of our identity, fulfilling a fundamental human need for support systems, much like traditional institutions such as church or community once did.